How to convert your customers with your checkout process

24 Sep 2019

One of the primary reasons why consumers are abandoning their cart is because of your checkout page. Research has shown consumers will abandon the cart when the checkout process is too long/complicated (28%), if they don’t trust the website with their credit card information (19%) or there aren’t enough payment methods (8%). Providing a smooth payment process helps with converting your customers and helps with the success of your business.

In this blog 5 tips on how to improve your payment process:

1. Provide different payment options

As mentioned in the NZ Post eCommerce review more shoppers are using buy-now-pay-later options like Afterpay or Laybuy, so it’s important to have those available. If you are serving a younger audience, mobile payments options like Apple Pay or Online EFTPOS would also be a great solution for you.

2. Create a design that’s in line with your brand.

Even with the checkout process, it’s important to show your branding. Using the same colours, fonts and designs on your checkout page will lead to increased brand recognition.

Another reason to show your branding on the checkout page is that your potential customers might be a bit sceptical when the checkout page looks too different from the website they were shopping on. Consistency is essential and this includes your checkout page.

3. Make errors easy to spot

It’s easy to make a typo in your postal code or credit card number. As a customer, it can be frustrating to attempt to find out what went wrong, especially when they would like to go to the next page. Research has also shown that losing customers due to submission errors ranked in the top 10 of conversion problems during checkout.

The best way to prevent this issue, is to get an error message in the field where they filled in their information. This solution reduces a lot of frustration for your customers. Especially for longer forms, it can be frustrating if you have to resubmit all of the information again.

Also, make sure you ask your customer about essential information only. Consumers will abandon the site when the checkout process is too long or too complicated

4. Showcase security and privacy measures

A survey by eConsultancy found that 58% of respondents dropped out of the checkout page due to concerns about payment security. Especially when personal information is involved, people are careful with sharing their data and will leave if they don’t trust the checkout page. 

As mentioned, consistent design helps reduce abandonment rate and redirecting people to a different page can also lead to people being quite hesitant with handing over their personal information. 

A Secure Sockets Layer (SSL) certificate is essential for your business in order to provide a secure connection and encrypt credit card information.

5. Minimise distractions

As the checkout page is the end of the sales cycle and the final step, you don’t want anything to distract them from completing the checkout process.  It’s important not to show any distractions like advertisement or social media links. Your objective here is to guide them through the payment process.

While these tips help decrease your cart abandonment rate, they will also help you increase sales. If your customers have a smooth checkout experience and trust the process, you can be sure that they will come back to your website.

Is your payment process working for you? Looking for more payment options like Online EFTPOS or Aftepay? Contact us today!


Jessica de Heij

date published:

24 Sep 2019